Instagram Reels went from “cool new feature” to the heartbeat of the app in just a few years. Shortform video is now how people explore, learn, and decide what to try next.

Instagram Reels went from “cool new feature” to the heartbeat of the app in just a few years. Shortform video is now how people explore, learn, and decide what to try next. While Google still runs the show for high-intent search, attention is drifting.

Young users often start with social media when they want to discover where to eat, what to buy, or how to solve a quick problem. Nearly 40% of Gen Z users go to TikTok or Instagram for search-like queries, such as finding lunch spots, rather than using Google Search or Maps. Google is now in third place as the preferred search engine for 18 to 24-year-olds. That shift matters for anyone investing in pay-per-click (PPC) marketing.

Advertisers should monitor these changes closely as they may impact campaign performance, bidding strategies, and return on ad spend.

We’ve optimized for the query for two decades. Now we also have to win the scroll.

This post breaks down what’s working on Instagram Reels in 2025. Learn how the algorithm thinks, what creative holds attention, how to read the data, and where monetization fits. More importantly, learn how to fold Reels into a performance plan that still respects search. Short-form video trends aren’t a fad as they’re the new default.

Key points

  • Their marketers however, use AI-powered tools to track and measure their brand performance on Instagram reels.
  • These bite-sized clips, up to 90 seconds long, are designed for sharing, reacting, and connecting through video.
  • The algorithm’s getting better at finding the right viewers for you when your signals are strong, trendy, or not.
  • Nicolas Breedlove, CEO at PlaygroundEquipment.com , suggests staying up-to-date with the algorithm changes.
  • Learn how the algorithm thinks, what creative holds attention, how to read the data, and where monetization fits.

Why it matters: May affect campaign performance, policy compliance, or optimization tactics.

Source: PPC Hero

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